Campaign India Team
Feb 15, 2017

MTV takes on homophobes, says '#LoveCantBeChee'

Watch the film conceptualised in-house here

On the occasion of Valentine's Day, MTV India has rolled out a film targetted at homophobes as it tries to push home its message, 'love can't be disgusting'.
 
The film shows people in public spaces indulging in questionable things that include a man picking his nose, another man smelling his armpit sweat, a pani-puri vendor cleaning his ear and scratching his chest while serving people, a man burping in a crowded elevator,  while another is scratching his backside in a hospital room, but the sight of two male lovers holding hands causes an uproar which leads the couple from being thrown out of a restaurant.
 
It ends with a message while those habits are ignored, the same people label two men holding hands as 'chee' (dirty). The voice over asks 'How can love be a disgusting thing? Love should be loved'. 
 
Also read:
 

 

Source:
Campaign India

Related Articles

Just Published

21 hours ago

Moves and wins: Week of 8 September

Our weekly roundup of the latest appointments and account wins from Publicis, iCubesWire Films, GalaxEye, Divo Music, Metamorph Communications and many more.

21 hours ago

Madison Media folds HiveMinds fully into its playbook

The agency bets on integrating brand and performance marketing, but must navigate pricing pressure, talent scarcity and commoditisation risks.

21 hours ago

Nike flips the script: From action to intention

The brand’s latest campaign questions perfection, urging Gen Z athletes to embrace showing up over winning, in a timely cultural pivot.

21 hours ago

Agencies risk running faster in the wrong direction

From BlackBerry to Kodak, efficiency without direction has toppled giants. For agencies, survival now depends on velocity, not speed.